Deloitte Digital Adds Sapient Exec as it Expands Creative Offering

Alan Schulman to Oversee Deloitte Digital's New York Content Design and Production Studio

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Deloitte Digital is gunning for market share from more established agencies. In its latest move, the consultancy-owned digital agency network has added Sapient's Alan Schulman.

Alan Schulman
Alan Schulman

Mr. Schulman, most recently VP-global digital marketing and brand content at SapientNitro, will take on the newly-created role of national director of content marketing and creative experience for Deloitte Digital. Publicis Groupe recently bought SapientNitro parent company Sapient.

In his new role, he will oversee Deloitte Digital's recently-opened New York content design and production studio, as well as take on a lead national responsibility for creative experience and content, reporting into Andy Main, a principal with Deloitte Consulting and U.S. leader for Deloitte Digital. The studio consists of 50 staffers who do behind-the-scenes work such as building apps and mapping out customer journeys for clients.

"We have a deliberate mission to build a stable of creative resources," said Mr. Main of the hire. "Creative to us means four things: creative strategy, experience, content and technology. Alan is an expert in all four."

Mr. Schulman joins as the consultancy's massive digital group continues in its effort to grab market share from agencies. Currently, about 30% of the group's business is from more established agencies, Mr. Main said.

The group, which includes a mix of talent from Deloitte, acquisitions and new hires, now touts more than 5,000 staffers and new business won from established digital and creative agencies.

Among the recent wins from more established agencies was an automotive client looking to improve the physical and digital experience consumers have with its dealers, Mr. Main said. Deloitte Digital also recently triumphed in a review for a retail account looking to do a brand refresh, including an in-store and digital experience update, as well as a mobile app. He declined to name the clients.

Over the past few years, the agency group has scaled its business largely through mergers and acquisitions.

In January 2012, the consultancy bought Ubermind, a Seattle-based mobile agency with about 200 employees. Months later, the company launched Deloitte Digital. By the end of 2012, Deloitte Digital ranked No. 24 on Ad Age's list of the 50 largest U.S. Digital Agencies, with U.S. revenue of about $110 million. In 2013, the company acquired Seattle-based digital shop Banyan Branch.

More acquisitions are coming, said Mr. Main. The focus will be on companies with data science capabilities, including software and services around real-time and targeted messaging, he said.

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